Identity


19
Jan 17

Behind the Stranger Things Title

if you, like many others, are hooked on Netflix’s Stranger Things, you’ll agree with me that besides the show’s great storyline and superb production, its 80s themed opening titles are refreshingly engaging thanks to the perfect combination of nostalgia – think Stephen King, Spielberg, John Carpenter, John Hughes, and a powerful, eerie synthesized track. If you’ve ever wondered who worked on the design or how it came to be, here’s a brief look into the process behind this beauty.
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18
Jan 17

La Vecchia Signora + Botox

TheeBlog_Juventus
It’s been a long and much needed break, but we’re back and what better way to reconnect than with a rebrand that is buzzing all over the web, specially amongst football/soccer lovers. As you probably heard, Juventus F.C. recently launched their new identity and branding, courtesy of Intebrand and while most people hate it, there are a few that think it is a refreshing approach. Me? I’ve never been against rebrands, but in this case, I think Interbrand might deserve a red card. Get it? :) Let me explain…
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3
May 16

Manuals 1: Design & Identity Guidelines

TheeBlog_Manuals1

If you are a Designer, brand manuals and guidelines are sacred to you. Well, the good ones of course. And if you are into iconic brands and the great minds and principles behind them, you are going to love this Kickstarter campaign. Manuals 1 offers a comprehensive study of corporate identity manuals from the 1960s to early-80s – the golden era of identity design. Published in a limited edition of 2000 copies in 2014, it is a lovingly assembled collection of 20 style guides. Or as Steven Heller calls them – “sacred texts, revered for how they help shift graphic design from simply an intuitive practice to a rigorously strategic one.”
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4
Jan 16

What makes a truly great logo

Happy New Year friends!!! It is the first post of 2016, and to celebrate the new year – and to hopefully start it n the right foot, I wanted to share this video I found during the break. With so many logo controversies last year, and the few that might come this year, Joe Posner created a helpful video in collaboration with Michael Bierut, that reviews what a logo is or isn’t, what it represents, and what it needs in order to be successful. It’s always good to review the basics every now and then, and what better time than the first week of the year. Enjoy!


16
Sep 15

New Work: The Branding of Puerto Rico FC

TheeBlog_DiegoGuevara_PuertoRicoFC Whoa! It’s been a long time since my last ‘work’ post (HERE), which luckily is not always a bad thing as it either means it’s been really busy or that my days simply don’t have enough hours. So, to make it up, today I want to share a new project I’ve been working on for a couple of weeks, and that at the risk of sounding like a bad parent choosing between kids, might be my favorite, not only because of its über cool factor, but also because of how it happened, what it represents not only to me as a Designer and soccer/football lover but also to a beautiful island and its energetic, proud and supportive people. Oh, and of course, because I got to meet and work with an amazing client and group of people I can now call friends :) Today I want to share the process behind the design and branding of Carmelo Anthony’s (yup, that NBA Carmelo) Puerto Rico official NASL soccer team, Puerto Rico FC.
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9
Jul 15

Meet Atlanta United FC

TheeBlog_AtlantaUnitedFC As you probably already know – unless you are living under a rock – soccer continues to grow in the US, and prove of that is the constant expansion of the MLS. With new teams being added to the league – New York City and Orlando got their teams this year, Atlanta and LA are getting theirs in 2017 and Miami… we’ll, we’re still crossing our fingers :( it is great to see soccer spreading around the country. You may also remember my case study on my version of Miami’s team branding HERE. Well, today I want to share another MLS branding project (this one is not mine) that was announced yesterday. Meet the new Atlanta United FC.
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12
Feb 15

FITC Tokyo 2015. Chaos & Control.

TheeBlog_FITCtokyo Branding a conference is always a tough task. But branding a creative conference is a monumental task. Not only because you’ll have thousands of designers analyzing and disecting each piece – for good or bad – but because the concept and execution bar has been set really, really high. FITC is one of the few conferences that constantly delivers beautiful concepts through collaborations with great artists around the world, and as usual, they have outdone themselves this year with the release of the new FITC Tokyo conference branding. But as if the beautiful design was not enough, the recently launched opening titles, created by a team of superstars including Ash Thorp, Andrew Hawryluk, Michael Rigley, Albert Omoss, Chris Bjerre, Alasdair Willson, Nicolas Girard, Franck Deron – Yup, talk about a badass dream team – is one that will make you feel warm inside, fall in love even more with type+animation, and make you want to book your trip to Tokyo. Motiongrapher interviewed these great artists about their experience and online collaboration, and here are some of my favorite excerpts.
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7
Oct 14

Latest Project: Miami MLS Team

TheeBlog-DiegoGuevara-MiamiFC It’s been seven months since David Beckham announced his intention to bring an MLS team to Miami, and even though I’ve never trusted Miami politicians, I was excited because I love the game and would love to get my kids involved in it as I was since a very early age. So, I ignored the “Don’t trust Gimenez” banners – which proved to be accurate – and watched the press conference, joined my local official supporters group and shared the news with friends. Fast forward a few months and we are still in limbo. We have no stadium location (mostly because Beckham is funding this project privately, which means no commissions for local politicians and contractors), we don’t have a team name or even an identity. Needless to say, every other MLS team and city in the US is laughing at us. Now, for a couple of months I’ve been thinking about this issue and the possibility of taking action and doing my part to spread the word and at least get the ball rolling on this subject. Unfortunately, I haven’t been able due to my busy schedule, until now. Last week I had to travel to Chicago for a couple of days, so I realized it was the perfect excuse to disconnect from work, and use a couple of free hours to develop my ideas and build a Miami Team (if you check towards the end, you’ll see real photos of work taking place mid-flight). I challenged myself to develop a complete branding case study in less than a week, and here are the results…
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17
Jan 13

The new American Airlines

TheeBlog-AmericanAirlines With so many tasteless and unsuccessful rebrands lately, I must admit I was a bit anxious yesterday when I read about American Airlines releasing a new look “very soon”. Not because I am a fan or a frequent AA flyer (I try to avoid it like I do Lindsay Lohan) but because deep down I knew this would not be good. You see, there’s this inexplicable obsession with shinny-3D bullshit going around, and unfortunately, it is devouring what’s left of those great iconic and legendary logos many generations grew up with. The new look features a new “evolved” icon more fitted for a small private jet company, and a few changes including new gradients, and as-american-as-you-can-get aircraft graphics.
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19
Oct 12

Stunning lettering by Ged Palmer

TheeBlog-GedPalmer There are few things that make me smile, get my palms sweaty and inspire me to keep learning. Gorgeous Type is definitely one of them! You see, I’m constantly studying and researching inspiring Type and artists whose work I can only describe as inspirationally-stunning, and today, as a Friday treat, I want to share the gorgeous type and lettering work of the extremely talented british Designer, Ged Palmer. His exquisite technique and impressive work has been inspiring me to learn, practice and improve my lettering for quite some time already (and making me realize how hard I have to work at it to get where I would love to be…). Happy Friday!
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24
Sep 12

Some of my work… Miami ZOO

TheeBlog-MiamiZoo I know I don’t usually post much personal work (and I truly thank you all for your emails asking about it) but there are a few exceptions and projects that I feel might help/inspire someone out there, and also tell my story and vision when it comes to Design. So, today I want to share a project I’ve had archived for quite some time already and that will make its public debut today. But wait, don’t think this is a happy ending story. It’s more of a ‘real world’ story I want to share as this was one of those projects that almost made it… Back in 2009, the Miami Metro Zoo was looking to refresh its image and I was asked to elaborate/propose a re-brand to help achieve this. This is the process story of my work and proposal…
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20
Aug 12

Brand New Conference 2012 – Armin Q&A

TheeBlog-BrandNewConference2012_Q&A It is that time of year again! For the third consecutive year, UnderConsideration is hosting its great Brand New Conference. This year, the conference comes back to New York and it promises to be just like the previous two, AMAZING. As I am booking my flights and getting ready to travel to New York to attend the event, meet cool people, reunite with great friends, learn and get inspired I invited my friend and half-team behind this event, Armin Vit to chat about the preparations and how things are coming along. Check out this brief Q&A and if you have not registered to attend this conference yet, I strongly suggest you do! It is definitely one of the best conferences you can attend. And that is an official ‘Thee Blog‘ statement :)
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13
Sep 11

Brand New Conference 2011 Armin Q&A

TheeBlog-BrandNewConference2011
As many of you already know, the 2011 Brand New Conference is happening this week in lovely San Francisco, and as a past attendee, I cannot wait for it! This year, the Conference moved to the West Coast and includes an impressive and inspiring roster of speakers including Vince Frost (FROST*) , Ben Barry (Facebook), Matteo Bologna (MUCA), Jonathan Notaro (Brand New School), and many more. And as usual, I invited the man & half-team behind this Conference, Armin Vit to share a few details and give us a little preview of what to expect. Check out this brief Q&A to help you get pumped :)
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12
Aug 11

Brand New Awards + My Locos Por Juana logo!

TheeBlog-BNAs_LocosPorJuana
Today is a special, celebration Friday and I want to share some good news. I recently entered a global Design and Branding competition, The 2010 Brand New Awards organized by the super awesome folks at UnderConsideration, and I am excited to share with you that my entry, Identity/Logo for Locos Por Juana, was selected as one of the winners amongst hundreds of amazing and über creative entries. You might remember me talking about this project a while back (HERE) but if you are new to the site, you can check the link and learn a bit more about the logo and the process behind it :) I’ve been fortunate to collect a few awards throughout my short career but to be recognized and published together with design giants and agencies I admire so much like Johnson Banks, Wolff Ollins, Helms Workshop, Landor and House Industries is a special type of honor!
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25
Jul 11

Destinations

TheeBlog-Destinations
You might remember the lovely work of Albin Holmqvist HERE combining video with beautiful typography… now, if you loved his language series, you will also enjoy Albin’s new project for EF International Language Centers featuring a series of Destinations, combining iconic landmarks or characteristics with some more beautiful typography. Check out a few samples after the jump!
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13
Apr 11

Michael Bierut on New World Symphony Logo

In a new video for The Atlantic, Michael Bierut talks about the process of creating a logo for the New World Symphony, the Miami orchestral academy that recently moved into a new campus designed by Frank Gehry. The video accompanies “Project: First Drafts,” a special feature in The Atlantic’s May issue, out next week, in which artists and designers share the inspirations behind their work. In the clip, Bierut traces the development of the NWS identity, designed with Pentagram’s Yve Ludwig, through a series of different ideas before arriving at a mark inspired by the curving forms of Gehry’s architecture, the vision of NWS director Michael Tilson Thomas, the art of conducting, and the science of music itself.


24
Mar 11

The new St. Pete/Clearwater by Pentagram

TheeBlog-StPeteClearwater_Pentagram

Now that the BP oil spill is somehow old news, The St. Petersburg/Clearwater Convention & Visitors Bureau partnered with Pentagram to redesign their new logo which was released earlier this month showing a significant improvement and giving St. Pete and Clearwater a fresh new look. As an ex-Gulf resident, and frequent beach visitor I am glad to see the city partnered with Pentagram for this project in an effort to improve (hiring a good firm often makes things easier), attract new tourists and grow. More about this project after the jump…
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25
Feb 11

Locos Por Juana Website Launch

TheeBlog-LocosPorJuana-website
Thanks to the great response my original logo/process post had (here), I’ve tried to keep everyone updated on the progress of not only the logo, but the whole new image and why not, branding of the band. And today, I want to share some exciting news… I’ve been busy working on the new LocosPorJuana.com site along with the guys, and I’m happy to announce it will be launched worldwide ;) – March 1st. So, mark your calendars, and check it out. Oh, and let me know what you think…


11
Feb 11

TheeBlog Q&A Sessions: Armin Vit

TheeBlog-ArminVit

Welcome to 2011’s first TheeBlog Q&A Sessions! And today it’s a very special one to me, not only because my guest is an extremely talented and renown designer, writer and bad-ass design connoisseur, but also an important influence, source of inspiration and yes, one of the factors responsible for my decision to launch my own design blog. It is a pleasure and honor to have Armin Vit as a guest at my humble virtual home and I am sure you will enjoy this interview as much as I did!
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5
Jan 11

Starbucks New Logo

TheeBlog-Starbucks
Starbucks announced they will be launching a new logo to commemorate their 40th Anniversary. Yes, 40 years! The new logo/icon/mark or whatever you want to call it, focuses on the famous brand’s mermaid by removing all complimentary type. Does it work? I am not sure yet, I guess I’ll have to see more than a cup in order to give an opinion or judge it. Wonder if hardcore Starbuckers end up hating it and killing it like those Tropicana freaks ;) I keed!
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9
Nov 10

Brand New Conference 2010!

TheeBlog-BrandNewConference
As you probably know by now based on my last post and interview with Armin Vit, I had the opportunity to travel to NYC to attend the firs ever Brand New Conference organized by UnderConsideration. A one-day event focusing and Branding & Identity -Yes!, they do exist!- including profoundly interesting lectures and panel discussions by some of the most inspiring, influential and brilliant professionals around the world. This is my attempt at sharing this event with you, including photos and a few valuable gems from the organizers and speakers.
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1
Nov 10

THEE BLOG – Guest Speaker at ITT

TheeBlog-ITTGuestSpeaker0
I’ve always mentioned that the main goal of this blog is to inspire as many readers as possible by sharing beautiful work from artists I admire, know or find on my online crusades and that simply inspire me. If I get to inspire one of you and make your day/work better, my mission is accomplished! So, imagine my surprise and excitement, when I received a guest speaker invitation from an old friend and current Design Professor to visit his class and share some of the things I have learned so far and that might help his students prepare for graduation…
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22
Oct 10

TheeBlog Q&A Sessions: Locos Por Juana

TheeBlog-LocosPorJuana
We all know the crucial role music plays in our lives. Whether you are a Photographer, Designer, Banker or Athlete, music has the ability to comfort, relax and inspire you! I couldn’t begin to imagine working without music blasting all day and lacking that important part of my creative process… This is why today’s Q&A Session is about music! As some of you might already know from my previous post (here) I had the pleasure of creating the new identity and working with one of Miami’s hottest bands, Locos Por Juana. Their music is creative, inspiring and contagious oh! and a must-see live show!!! Believe me, these guys know how to rock it!
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19
Oct 10

And the rebrands continue… FAO Schwarz

TheeBlog-FAOschwarzNewLogo
It is official. October, from now on, will be known as ‘Rebrand Month’. Let’s see, we have witnessed the rebranding of big league companies such as GAP (although we’re still not sure if it qualifies as a rebrand), OnStar, DoubleTree and now… FAO Scharz! The new identity introduces a new ‘enchanted character’ named Wit and a new typeface which to be honest… might need some time to grow on me. The new logo has been launched on their site and their flagship store will be ready by the Holidays.
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15
Oct 10

DoubleFail?

TheeBlog-DoubleTreeLogo
So…. it seems like horrible logos are becoming some sort of trend. THANK YOU GAP! Yesterday, I received a press release from DoubleTree Hotels announcing their new Identity. If you know me, you know I get excited every time I receive one of these or find it online and this time wasn’t the exception, specially since it’s a fairly big company and I loved their warm chocolate chip cookies when I was freezing my arse up in New York. But the excitement didn’t last much as I saw the NEW, MODERN, SOPHISTICATED and CONTEMPORARY Identity….
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